How Strella Helped FinditParts Deliver 'The Best Showcase of User Insights in 13 Years'

The Goal: To Better Understand the Customer Journey to Improve Website Conversion Rates

FinditParts, a leading eCommerce platform in the heavy-duty parts industry, was seeing strong organic traffic growth but sought to better understand the customer journey to improve its website conversion rates. However, without an in-house research function, the team needed a solution that could provide deep, data-driven insights—efficiently and at scale.

The FinditParts team partnered with Strella, leveraging its AI-powered research capabilities to efficiently uncover key insights about the customer purchase journey and the factors contributing to drop-off points in the buying process. Strella’s AI-moderated interviews and real-time synthesis allowed the team to gather and share these insights efficiently - including analyzing all project findings into a consolidated report with session highlight reels to bring to life the recurring themes. “Compared to other user research tools I’ve used, Strella is smarter at uncovering the insights that truly matter. It was a mic drop moment when I played the highlight reel - hearing the insights surfaced from real users has been a game changer for us,” said Bret Dennis, Director of SEO & Organic Growth at FinditParts.

Actioning on the Insights from Strella’s AI-Moderated Interviews

Strella provided a comprehensive, actionable understanding of how customers evaluate and compare heavy-duty parts online. The findings were shared with leadership, and the impact was immediate.

"This was the best showcase of user insights in the company’s 13-year history," said FinditParts Founder & CEO, David Seewack.

The study provided clarity on how customers evaluate and compare heavy-duty parts online. FinditParts used these insights to refine how product details are presented on their website—helping customers evaluate and compare parts with greater confidence. 

Beyond optimizing the user experience, the research also played a key role in shaping the company’s 2025 strategic roadmap. “The conversations and strategy that have emerged from these customer insights have been incredible,” noted Nick Humphreys, Head of Growth at FinditParts. The company is now taking a data-driven approach to unlocking the full potential of its growing traffic and revenue opportunities.

The AI-Moderated Interview Experience

For this project, Strella’s AI-driven moderator conducted interviews with key industry professionals, including truck drivers, fleet managers, and parts operators - all sourced through Strella’s integrated panel. These dynamic, real-time interviews provided not only valuable spoken insights but also on-screen behavior analysis—helping the team understand exactly how users navigate the purchasing process.

By partnering with Strella, FinditParts was able to validate assumptions, uncover new opportunities, and take decisive action based on real customer feedback—all without the time and cost constraints of traditional research methods.

Looking to kickstart customer research but not sure where to begin? We’re here to help! Reach out to us at hello@strella.io or schedule a demo to get started!